During the dot.com boom I joined a start-up as one-third of the marketing team. Being part of a small team meant that every member required a varied skill set. I was responsible for developing solutions, gathering resources, and the successful execution of projects. Responsibilities seemed endless, but the rewards of our efforts were undeniable as the company grew into a global managed service provider. As art director and a member of the marketing team I designed the company’s logo, built the brand, and created marketing strategies that grew the company from a start-up to global corporation. I led teams coordinating events, designing booths, creating and distributing branded promotional items, and marketing materials. I have worked directly with the C-level and sales team to create company brochures, collateral, PowerPoint presentations, business cards, and style guides.
Your logo connects the public to your brand and differentiates you from your competition. In the most successful cases the logo can elicit an emotional response. Public recognition of your logo or mark is one of the most powerful pieces of advertising your brand has. The logo should be unique and represent your company’s products, services and culture. Similar to your company’s market recognition and value, your logo gains meaning over time which may require a refresh or full redesign.
Before the "death of print" Datapipe was the longest running advertiser in WIRED magazine. From 2002 until about 2011 we produced some of the most creative ads in WIRED. Subjects ranged from the basic concepts of running a successful business to the challenges of making a difference in the market. The ads focused on the success of our clients without ever speaking negatively about our competition. I am sure this level of positivity and empathy for our clients is what truly created our brand as the partner of choice for so many. Our team was small, initially just the CEO, CMO and myself. The CEO conceived the basic concept and we would build upon that. The final results were always impressive, informative and continued to build the brand.
Nothing sells your product or services better than a positive review from an existing client. This is why distributed marketing collateral is so important to building your brand. Extensive whitepapers and case studies are essential in convincing prospective clients why you are better than your completion and why they can’t afford to not use your services. Your brand’s value is reflected in every word of a satisfied and loyal client and will assist in closing that next deal.
EVENT DISPLAYS & BOOTH DESIGN
Consumers, future clients. and brand loyalists initial introduction to your company, products and brand is via your website. In some cases this engagement can decide whether the relationship will develop into a financially beneficial one. Guiding the user through your site to ensure they have gathered enough information to close the deal is as important as the visual experience. Providing information that educates your audience is a powerful sales tool that allows them to decide if your company is a good fit and assists in the conversion from visitor to client.
Whether on the event floor, at reception or strategically located within your office space, banners are the quickest way to alert someone to your services, an upcoming event or general information.
Branded merchandise is an important aspect of building a company culture. Your relationship with your clients is built on your ability to perform above their expectations and gaining their trust. Those successes build pride amongst the employees. Team members proudly wear the company’s logo and branded gear to express their passion for their work and their loyalty to the brand. The desire to have others identify you with a company, product or organization is a powerful one. Often people will say, we should never let our possessions identify us but that is exactly what branded merchandise is for and does. Branded gear is an invitation to discuss what we do, why we do it, and who we do it for. You know your company’s culture is a strong when employees, clients and prospects proudly adorn themselves with your logo